Consumers of different ages and across different locations have moved to digital channels as a means to engage with brands while they cope with the ongoing COVID-19 pandemic.
According to recent research conducted by the CMO Council, email reigns supreme as 91% of consumers rate is as the top communication channel followed by websites (61%), telephone (59%), in-person (49%) and SMS (43%). The report also states that when it comes down to consumer’s critical needs, 55% view email as the “could not live without” communication channel.
The stats point out the most valued traits of email communication, according to consumers, are that it is convenient (29%), trackable (22%), reliable (18%), fast (11%), trusted (8%) and personal (7%). Furthermore, according to the Content Marketing Insitute, nearly 9 out of every 10 marketers distributes content (organically) via email. Yet, consumers’ inboxes are flooded with irrelevant marketing emails which is quite frustrating for the recipients; and, consequently, leading to low open rates. The only way this can be resolved is by cutting through the clutter with highly-personalised emails tailored to the consumers’ specific needs and interests.
As for privacy, 25% of consumers are willing to share their personal data to gain a better-personalised experience and offers; with 22% willing to share data to receive better service and 15% to receive faster service.
The CMO Council survey covers six countries – the U.S., the UK, Ireland, Canada, Australia and New Zealand.